QUICK UPDATE:
For those of you who've been reading this newsletter for a while you'll know it's mostly been Dubai real estate and market news.
Over time though, I’ve wanted this to feel more useful. Less surface-level updates, more real value you can actually take something from.
At the same time, a lot’s been happening inside the business.
Over the last few months, we’ve grown our media team quite a bit. Not to pump out more corporate content, but to give every agent in the company access to proper resources - filming, editing, strategy, distribution (all free to use)
What's the goal of all this? Give agents the tools to build personal brands.
From my seat as CMO at One Investments, I see this stuff up close. The conversations, the changes in confidence, the posts that hit, the ones that don’t.
I'll document what we’re actually doing. The tools we’re using. The things that work. The things that don't.
Rather than keeping all of that behind the scenes, I’m going to start sharing more of it here and on my socials.
Let's start here 👇🏽
THE INVISIBLE BROKER
There’s a mistake I see far too often.
Talented brokers.
Hard workers.
Great firms.
Yet.…completely invisible online.
Think about how luxury retail actually works.
Walk into a premium department store like Harrods, Selfridges, or Bloomingdale’s.
Under one roof, you’ll see the biggest names in the world operating side by side:
Chanel. Louis Vuitton. Gucci.
They all benefit from the same prestigious address. The same foot traffic. The same credibility.
Yet despite sharing the same building, they feel completely different.
Why?
Because each brand treats its concession as its own business.
They design their own space. They train their own staff. They control how customers feel when they walk in.
The store gives them permission to play. The brand determines who wins attention.
What has this got to do with real estate?
If you're a real estate agent - think of the brokerage you work at as your version of Harrods.
It gives you:
- Credibility
- Infrastructure
- A platform
But your personal brand is your concession.
The sad truth is:
Most brokers never build one.
They rely entirely on the firm’s name. The result? They become invisible.
No online presence. No clear positioning. No reason for a client to choose them specifically. Just another name on the website (if they're lucky)
Reputation doesn’t equal recognition
You could work for the most reputable firm in the industry.
But if clients don't know you exist then you’re losing opportunities every single day.
Now more than ever, people connect with people - not logos. Especially in real estate, which at its core is a relationship business.
Your concession
Your personal brand is not about being loud or posting for the sake of it.
Treat social media as your storefront. Your content is your window display.
Even when you’re not aware of it, people are watching. They’re forming opinions. They’re mentioning you in conversations.
If you’re an agent with no social presence, it’s the equivalent of having no store at all - no visibility, no footfall, no chance to be chosen.
This is why we built a full ecosystem.
Look, I get it. If you're an agent, your number one priority is sales. You're commission-only. You need deals, not likes.
Creating content? That usually sits somewhere between "I should probably do this" and "I'll get to it next week."
And when you do find the time, the barriers show up:
Where do I even start?
What do I post?
Will I look stupid?
Do I need to hire someone?
All valid concerns. All things that keep talented brokers off social media entirely.
We've built this internally to remove every one of those objections.
If brokers don’t learn how to communicate clearly, build authority, and be visible in the right way - They get outperformed by people who do - even if those people know less.
That's why we've built a full ecosystem designed to help brokers:
- Build real personal brands
- Show up consistently across platforms
- Turn attention into inbound opportunities
The filming, editing, strategy, distribution - it's all there. Free to use.
The question every broker should ask themselves
When a client is scrolling… When they’re researching… When they’re comparing options…
Do they even know I exist?
If not, it’s not a market problem. It’s not a lead problem.
It’s a visibility problem.
Build your concession.
Design your space.
Control the experience.
More to come on this.
Thanks for reading - until next week.
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